'Salsa guy' sizzles in lively presentation

It seems unlikely that a guy demonstrating healthy cooking would draw young children's attention away from a juggler.

But when William S. Coleman III is that man — the kids at local farmers markets call him the “salsa guy” — the booth, with its tasty free salsa samples, becomes a beehive of activity.

Mr. Coleman, a nutrition educator at the Worcester-based University of Massachusetts at Amherst Extension Nutrition Education on Chandler Street, is like the Pied Piper of healthy eating.

“I'm animated,” the Philadelphia native acknowledged. “But I think it's also that people are not used to free stuff. Sometimes I have to coax them to try the samples because people don't expect free food. But then when they see me preparing it, and see how simple it is, they say, 'Oh, I can make this.' I interact with the kids and the adults.”

Their signature dish at outdoor events is salsa, and Mr. Coleman, who lives in Worcester, regularly gets swamped with kids announcing that the “nutrition guy” or the “salsa guy” is here, and asking to help prepare the day's recipe.

There are two favorites: cucumber salad, and veggie salsa with black beans and corn, according to Robyn A. DeCiero, program supervisor.

Salsa demonstrations are preferred, she said, because they are easy to prepare on site, and do not require a heat source or refrigeration. Mild peppers are used so folks won't gag or burn their taste buds.

“A surprising number of people don't like hot salsa,” Ms. DeCiero said.

Observers, she said, are encouraged to modify basic recipes, which are also handed out free at events, and add their own favorites such as cilantro or, if they prefer, hot peppers.

They also do not serve salsa as a dip with tortilla chips, she noted, because of the fat and salt content. Food demonstrations are new to the agency, Ms. DeCiero said.

“We show them that they can make something that is simple and good, instead of buying store salsa. The kids can then look to their moms and dads to make these recipes,” she said.

The UMass Extension nutrition program, which is part of a national effort to improve eating habits of low income families and young children, has had a presence at city farmers markets, shelters, and public schools for several years. Besides printed single recipes, a paperback cookbook, nutritional information, and a booklet on the benefits of fresh produce are offered.

There are nine regional offices throughout the state.

This year the Worcester office, representing the central region, expanded to the Fitchburg Riverfront Park farmers market, where both Mr. Coleman and Ms. DeCiero worked the booth this summer and fall. They will also have a booth at the Oct. 24 Food Day celebration at the former Burbank Hospital campus in Fitchburg.

“Fitchburg has a nice community feel,” Ms. DeCiero said.

A second facet of the program involves working with families at shelters, in schools, and at other agencies.

Mr. Coleman, a Worcester State College graduate who has worked at UMass Extension since 1997, does weekly series of seven sessions, often at homeless shelters, at which he explains basics such as reading food labels, discussing portion sizes, price comparisons between packaged food and raw ingredients, incorporating whole grains, cutting salt, and some cooking basics.

“If I see that somebody is using lard — we talk,” he said with a shake of the head.

Sometimes, he said, a simple trip to a Dollar Store to buy a set of plastic measuring cups can improve nutritional habits.

“Some people just watched their parents or grandparents throw stuff in without measuring, and it can make a real difference,” he said. For example, he said he often has to explain the ratio of dry rice to water to avoid the need to buy a prepared rice mix.

“People just go buy whatever,” Mr. Coleman said.

Ms. DeCiero contends that many people have lost the ability to cook without using prepackaged mixes.

“I say to them, 'You have flour, sugar, eggs, and water. You don't need Bisquick or pancake mix. You can make your own, or you can make scrambled eggs.' That's our major challenge,” she said.

Mr. Coleman, a single father who cooked for his children, said he tries to keep meals “short, sweet and simple.”

He tries to encourage young adults to prepare their own lunches, rather than going to, say, a fattening Chinese buffet, which could sap their budget in one sitting.

“We want people to take what they buy, cook it healthy, and feel satisfied,” Mr. Coleman said.